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Sugar Confectionery - China - December 2016

“To win over the more health-conscious consumers, brands need to invest more efforts in communicating ingredients, sweeteners and nutrition, and make gum products more relevant for urbanites that concern about dental health. Besides, targeting females by strengthening credible benefit and the rookie young parents (who are chasing novelty themselves) by offering playfulness incorporated in products will help brands stand out.”
– Cheryl Ni, Research Analyst: Food & Drink

This report examines the following issues:

  • Enhance product offering to survive in a health conscious world
  • Target females by claiming true benefits
  • Amplify the fun part to attract young consumers/parents in their 20s
  • Link gum with benefits for teeth protection

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Concerns about sugar intake bring down market value
              • Figure 1: Retail market value and volume of gum and sugar confectionery, by segment, China, 2011-16
              • Figure 2: Best- and worst-case forecast of gum and sugar confectionery retail market volume, China, 2011-21
              • Figure 3: Best- and worst-case forecast of gum and sugar confectionery retail market value, China, 2011-21
            • Functional candy is the only winning sub-segment
              • Key players
                • The Chinese market remains stagnant in terms of innovation
                  • Taking action in response to rising concerns about sugar intake
                    • Figure 4: Retail value share of leading companies in sugar confectionery market, China, 2014-15
                  • Consumers’ health concerns urge brands to adjust their offering
                    • The consumer
                      • Chewing gum and mint are the most popular types
                        • Figure 5: Penetration of different types of sugar confectionery, August, 2016
                      • Modern trade channels are being challenged by e-commerce
                        • Figure 6: Purchasing Channels, August, 2016
                      • The elder cares about the inside, while the younger values the outside
                        • Figure 7: Triggers for trying a new product, August, 2016
                      • Sweeteners being associated with plant or fruit have higher awareness
                        • Figure 8: Perception of sweeteners, August, 2016
                      • Most gum/mint brands skew to emotional rather than functional image
                        • Figure 9: Chewing gum/mint brand awareness, August, 2016
                        • Figure 10: Chewing gum/mint brand perception, August 2016
                      • What we think
                      • Issues and Insights

                        • Enhance product offering to survive in a health conscious world
                          • The facts
                            • The implications
                                • Figure 11: Products with added enzyme and collagen, Japan, 2016
                              • Target females by claiming true benefits
                                • The facts
                                  • The implications
                                    • Figure 12: New products targeting women, China, 2015-16
                                    • Figure 13: Products with substantial RTBs that targeting female, China, Taiwan and Japan, 2015-16
                                    • Figure 14: Cross-category innovation of candy that serves personal care needs, Canada, 2016
                                  • Amplify the fun part to attract young consumers/parents in their 20s
                                    • The facts
                                      • The implications
                                        • Figure 15: Products that encourage collaboration between parents and kids, Japan and Germany, 2016
                                      • Link gum with benefits for teeth protection
                                        • The facts
                                          • The implications
                                            • Figure 16: Products with logos of dental associations, and providing usage tips, France, Japan and UK, 2016
                                        • The Market – What You Need to Know

                                          • Concerns on sugar intake bring down market value
                                            • Healthier versions of candies have competitive edge
                                              • Sugar confectionery lovers reduce consumption but raise expectation
                                              • Market Size and Forecast

                                                • The category will see more premiumisation in the near future
                                                  • Figure 17: Retail market value and volume of gum and sugar confectionery, by segment, China, 2011-16
                                                • The market volume will continue to decline at a slower pace
                                                  • Figure 18: Best and worst case forecast of gum and sugar confectionery retail market volumee, china, 2011-21
                                                  • Figure 19: Best and worst case forecast of gum and sugar confectionery retail market value, china, 2011-21
                                              • Market Segmentation

                                                • Sugar-free gum has been gaining momentum
                                                  • Figure 20: Best and worst case forecast of gum segment retail value, China, 2011-21
                                                • Sugar confectionery needs to play health card
                                                  • Figure 21: Best and worst case forecast of sugar confectionery segment retail value, China, 2011-21
                                              • Market Factors

                                                • Reduced consumption frequency due to health concerns
                                                  • Customisation encourages young generation’s consumption
                                                    • Rise of wedding candy market
                                                      • Figure 22: Sugar & Spice’s premium nougat, China, 2016
                                                    • Online channels are booming
                                                    • Key Players – What You Need to Know

                                                      • The Chinese market lacks innovation
                                                        • Nestle has taken action to survive the rising concern of sugar intake
                                                          • Healthier product offerings can come in different formats
                                                          • Market Share

                                                            • Mondelēz has gained share in 2015 through gum business
                                                              • Figure 23: Retail value share of leading companies in sugar confectionery market, China, 2014 and 2015
                                                            • Mars’ control of Wrigley will enhance its performance of gum business
                                                              • Nestlé might focus on products with health claims
                                                                • Hershey is seeking opportunities in savoury snack
                                                                  • Bright’s White Rabbit plays around packaging
                                                                    • Figure 24: White Rabbit’s products in unique packaging, China, 2015-16
                                                                  • Brands from adjacent categories have stepped into the game
                                                                  • Competitive Strategies

                                                                    • Highlight nutritional facts through front-of-pack labelling
                                                                      • Figure 25: Products with added nutrition, China, Japan and South Korea, 2015-16
                                                                      • Figure 26: Nutrition claims of sugar confectionery category, China, Japan, South Korea and USA, 2015-16
                                                                    • Create new occasions for young urbanites
                                                                      • Figure 27: Products with innovative claims, Japan, South Korea, UK and New Zealand, 2015-16
                                                                    • Tailor convenient package design for gum lovers
                                                                      • Figure 28: Comparison between pack size trend of Chinese and global gum products, 2015-16
                                                                      • Figure 29: Mini-pack gum/mint products, Germany and Japan, 2016
                                                                      • Figure 30: Gum products with accessories, Poland and USA, 2016
                                                                    • Cooperate with prominent IP to create buzz
                                                                      • Figure 31: Sugar confectionery products leveraging Disney’s and Minion’s influence, China, 2015-16
                                                                  • Who’s Innovating?

                                                                    • China lacks new product innovation
                                                                      • Figure 32: China’s share of global new launches in sugar confectionery and gum category, 2014-16
                                                                      • Figure 33: Top 15 flavours of sugar confectionery product, China, 2015-16
                                                                      • Figure 34: Products containing alcohol or soda, Japan, 2015-16
                                                                    • Yogurt flavoured products rising
                                                                      • Figure 35: Yogurt-flavoured sugar confectionery, South Korea, 2015-16
                                                                    • Take advantage of consumers’ growing concern of air contamination
                                                                      • Figure 36: Orion’s counter-haze gum, China, 2016
                                                                    • Emphasise on authenticity with visible cues
                                                                      • Figure 37: Products offer authenticity, China and Germany, 2016
                                                                      • Figure 38: Products with authentic cues on packaging, Spain and USA, 2015-16
                                                                    • Stress ingredients’ provenance
                                                                      • Figure 39: Sugar confectionery products with sourced ingredients, China, 2016
                                                                  • The Consumer – What You Need to Know

                                                                    • Chewing gum and mint are the most popular types
                                                                      • Modern trade channels are being challenged by e-commerce
                                                                        • The elder cares about the inside, while the younger values the outside
                                                                          • Sweeteners being associated with plant or fruit have higher awareness
                                                                            • Most gum/mint brands skew to emotional rather than functional image
                                                                            • Penetration of Sugar Confectionery

                                                                              • Breath-fresheners are popular, while candies for fun are lagging behind
                                                                                • Figure 40: Penetration of sugar confectionery, August, 2016
                                                                                • Figure 41: Consumption of products with fun or indulgent images, by gender, August, 2016
                                                                              • Tier one cities and southern regions are more into premium sectors
                                                                                • Figure 42: Penetration of nougat and functional candy, by city, August, 2016
                                                                              • Young females and consumers in Xiamen enjoy diversity
                                                                                • Figure 43: Types of sugar confectionery consumed, August, 2016
                                                                            • Purchasing Channels of Sugar Confectionery

                                                                              • Self-consumption is more practical, while gifting is more about brands
                                                                                • Figure 44: Purchasing Channels, August, 2016
                                                                              • Online channel is occupying great momentum
                                                                                • Brand specialty stores and duty free shops are considered ideal for gifting
                                                                                  • Figure 45: Selected purchasing channels for gifting, by age, August, 2016
                                                                              • Triggers for Trying a New Product

                                                                                • After all, flavour is the key trigger
                                                                                  • Figure 46: Product offering unique texture, South Korea and Japan, 2015
                                                                                  • Figure 47: Triggers for trying a new product, August, 2016
                                                                                  • Figure 48: Selective triggers for trying a new product, by age, August, 2016
                                                                                • Packaging and naturalness weighs a lot to certain groups
                                                                                  • Figure 49: Unique packaging, China, 2016
                                                                                  • Figure 50: Triggers for trying a new product, by gender and age, August, 2016
                                                                              • Perception towards Sweeteners

                                                                                • Xylitol has gained more attention throughout the years
                                                                                  • Figure 51: Selective sweeteners included in gum and mint products, China, 2015-16
                                                                                  • Figure 52: Perception of sweeteners, August, 2016
                                                                                • Sweeteners pairing with different types of product to increase credibility
                                                                                  • Figure 53: Functional candy users’ perception of the naturalness of selective sweeteners, August, 2016
                                                                                • Regional difference can be linked to TCM philosophy
                                                                                  • Figure 54: Popcorn using stevia as sweetener, UK, 2016
                                                                                  • Figure 55: Perception of popular TCM sweeteners, by tier, August, 2016
                                                                              • Chewing Gum/Mint Brand Awareness

                                                                                • Extra achieves the highest brand awareness
                                                                                  • Figure 56: Chewing gum/mint brand awareness, August, 2016
                                                                                • Brands and their target demographics
                                                                                  • Figure 57: Rio’s mint products, China, 2016
                                                                                • Brand awareness varies in different regions
                                                                                  • Figure 58: Selective chewing gum/mint brand awareness, by city, August, 2016
                                                                              • Chewing Gum Brand Perception

                                                                                • Gum brands’ perception are consistent with their propositions
                                                                                  • Figure 59: Chewing gum/mint brand perception, August 2016
                                                                                  • Figure 60: Mentos’ and Five’s gum/mint products, China, 2015-16
                                                                              • Meet the Mintropolitans

                                                                                • More sophisticated in terms of consumption variety and purchase channel
                                                                                  • Figure 61: Purchasing channels by gifting, August, 2016
                                                                                • Looking forward to more premiumised products
                                                                                  • Figure 62: Triggers for trying a new product, August, 2016
                                                                                • More knowledgeable on sweeteners
                                                                                  • Figure 63: Perception of less known sweeteners, August, 2016
                                                                              • Appendix – Market Size and Forecast

                                                                                  • Figure 64: Value sales of China’s gum & sugar confectionery retail market, 2011-21
                                                                                  • Figure 65: Volume sales of China’s gum & sugar confectionery retail market, 2011-21
                                                                              • Appendix – Market Segmentation

                                                                                  • Figure 66: Value sales of China’s gum & sugar confectionery retail market, by segment, 2011-21
                                                                                  • Figure 67: Volume sales of China’s sugar confectionery & gum market, by segment, 2011-21
                                                                              • Appendix – Methodology, Definition, and Abbreviations

                                                                                • Methodology
                                                                                  • Fan chart forecast
                                                                                    • Abbreviations

                                                                                    Companies Covered

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                                                                                    Sugar Confectionery - China - December 2016

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